During this course I was assigned to a team that analyzed a real company in Austin and offered marketing recommendations to increase their overall performance. This company was in the life insurance industry and was looking to add a new product line to their product offerings. This company did not want to introduce the new product to their existing loyal customer base due to the potential decrease in loyalty if the customers do not appreciate the new product.
Specifically, I helped conduct interviews including one-on-one phone call interviews, researched the STP, segmentation, targeting, and positioning, and created the slide deck to present to our client.
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